Written communication is often the first impression
you make on potential customers, business partners, or employers.
Because of its significance to your marketing message, it is one of the
most important aspects of your business.

Good writing sets a positive tone and
encourages people to enter into a relationship with you. It tells people
that you have something worthwhile to offer them.

Although writing style is a subjective preference, writing quality can be objectively defined. Three characteristics of good writing are that it is purposeful, compelling and clear.

Purposeful – Every
written communication has a specific purpose. It may be to inform, like a
corporate newsletter, mission statement, or press release. It may be to
explain, as a training manual, white paper, or business letter. Writing
can also be used to motivate a sales team, instruct a student, or
inspire social change. Identifying the specific purpose of your writing
before you begin will make it easier to choose the most appropriate
format and content.

Compelling – Effective
writing compels the reader first, to continue reading and second, to
feel, think or act in a certain way. Marketing brochures, sales
literature, proposals, resumes, even business cards, rely on the power
of the written word to compel decisions and actions. Read your writing
from your customer’s perspective. Does it motivate you to act?

Clear – The
ever-increasing pace of business requires many of us to do more in less
time. The clearer your writing, the easier it is for your readers to
quickly understand and respond to your message. Whether you are writing
for internal corporate communications or external promotion, clarity
makes your writing more vibrant and memorable.

Which writing projects should you
complete yourself, and which should you outsource to a professional
freelance writer? Consider these three questions:

Do I have the expertise to write the most effective communication?

Do I have the resources necessary for the results I need?

Do I have time to research, write, edit and rewrite the project?

Short, personal or proprietary
communications, like agendas, meeting minutes and performance
evaluations can easily and efficiently be completed in-house.

Promotional or comprehensive corporate
communications – such as press releases, sales and marketing materials,
corporate newsletters, training manuals, and resumes – are often sourced
to freelance writers who have the experience and creativity to maximize
the impact of your written communication.

A professional freelance writer who is
skilled at combining the art of words with attention to detail gives you
the freedom to focus on other aspects of your business. Partnering with
a freelance writer for your corporate communications ensures that the
first impression you make is a good one.